What was the Challenge / Background of the Campaign?

Understanding that 'You're Forgetful When You're Hungry' this Snickers campaign harnessed the insight that Londoners are often time poor (as urban lifestyles become busier and more hectic) to show what can happen when people are off their game because they haven't had enough to eat. Quite naturally this can lead to forgetfulness, which is often a theme of Valentine's Day, so Snickers wanted to make sure that they were on hand to help forgetful Londoners! Primesight offered Mars access to the full Waterloo Domination portfolio, ensuring blanket coverage and a media first.

What was the Campaign Objective?

Snickers wanted to make a big splash on Valentine's Day by creating a PR-able stunt providing plenty of media coverage. This stunt would reflect their current messaging of 'You're Not You When You're Hungry'. Using the Waterloo Domination at the UK's busiest train station - home to predominantly young, affluent and connected people - was the ideal way to reach busy consumers and Snickers' target audience.

What was the Solution?

Using the full range of the classic and digital 48 and 96 sheets available, Snickers threw commuters a love lifeline by directing them to one special billboard with last-minute Valentine's Day cards posted for forgetful passers-by. Commuters could follow the various messaging, including 'This way for help this Valentine's' and 'Follow the signs to grab a free card' to find a billboard with the word 'Forgetful' made out of 3,000 Valentine's Day cards that they were able to peel off and take away to use.

What were the Results?

Twelve pieces in the press including a video interview in The Drum and inclusion in Campaign and Marketing Week's Valentine's Day coverage.

What were the Key Learnings of this Campaign?

'Collaborating with AMV BBDO, Primesight and Zenith Meridian to make this Waterloo Domination happen with just a few days' planning required enormous creativity and cooperation from everyone involved. Mars is extremely pleased with the positive impact this real-world out-of-home campaign had on consumers around our 'You're Not You When You're Hungry' positioning, and the PR coverage we received in Campaign, The Drum and Marketing Week made Snickers stand out amongst the many brand campaigns on Valentine's Day.'
Christoph Weber, Snickers Brand Director, Mars